旅遊滿意度與重遊意願之相關研究 –以礁溪溫泉旅遊者為例

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題名:	旅遊滿意度與重遊意願之相關研究 –以礁溪溫泉旅遊者為例
其他題名:	The Relationship Between Tourism Satisfaction and Revisit Intention –A case study of Jiaosi Hot Spring Travelers
作者:	莊怡苓
貢獻者:	蘭震輝
關鍵詞:	礁溪溫泉;旅遊滿意度;重遊意願;Jiaosi Hot Spring;Tourism Satisfaction;Revisits Intention
日期:	2019
上傳時間:	2020-09-09T05:55:12Z
出版者:	經國管理暨健康學院;健康產業管理研究所
摘要:	本研究旨在探討礁溪溫泉旅遊者旅遊滿意度與重遊意願之相關研究，以實際至礁溪溫泉旅遊住宿者為研究對象，採?利取樣的方式進行資料收集，共發放250份問卷，其中有效問卷205份，問卷有效回收率為82％。根據所蒐集的資料，以因素分析、描述性統計、獨立樣本t檢定、單因子變??分析及皮爾森積差相關等統計方法進行分析與處理。研究結果如下: 一、礁溪溫泉旅遊者的旅遊滿意度之現況呈現不滿意，以人員服務及環境設施之軟硬體品質構面最低。二、礁溪溫泉旅遊者的重遊意願之現況呈現同意，為維持品質而調漲價格，亦願意再次造訪此地最高。三、不同性別、年齡、婚姻、職業及平均月收入之礁溪溫泉旅遊者在旅遊滿意度上有顯著差異。四、不同性別、年齡、職業及平均月收入之礁溪溫泉旅遊者在重遊意願上有顯著差異。五、礁溪溫泉旅遊者旅遊滿意度與重遊意願間呈現正相關。最後根據研究結果提出建議，提供相關單位?銷策?組合，使業者與遊客建立長遠?好互動關係，讓遊客到訪後能有美好的旅遊體驗及回憶，將有助於提高顧客滿意度與重遊意願，達到永續經營的目標。 The aim of this study is to research on the tourism satisfaction and revisits intention of tourists in Jiaosi Hot Spring. The respondents in this study are consumers who have visited the hot spring hotels in Jiaosi area, and collect the 250 questionnaires and 205 valid samples. The response rate is 82%. The data were analyzed by descriptive statistics, t test, single factor variance analysis and Pearson product correlation analysis. The results are as follows: 1.Tourism Satisfaction of Jiaosi tourists show unsatisfied, the satisfaction of personnel service and environmental facilities is the lowest. 2.Revisits Intention of Jiaosi tourists show satisfied,even raising prices in order to maintain environmental quality. 3.Different gender, age, marriage, occupation and average monthly income of Jiaosi hot spring tourists in the tourism satisfaction have significant differences. 4.Different gender, age, occupation and average monthly income of Jiaosi hot spring tourists in the revisits intention have significant differences. 5.Jiaosi hot spring tourists show positive correlation to Satisfaction and revisits intention. In conclusion, as the result mentioned above, to make recommendations to provide relevant units for marketing strategy portfolio, so that the industry and customers to cultivate long-term good interactive relationship. It will help to improve customer tourism satisfaction and revisits intention and achieve the goal of sustainable business.
關聯:	78頁
顯示於類別:	[學位論文] 107學年度

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